10 Trends That Will Make or Break Your Email Marketing ROI in 2010

1

Agenda

• Challenges for Email Marketers in 2009

• 10 Trends in 2010

1. Email is the Cornerstone

2. Email Automation as an Essential

3. Web Analytics as an Email Enhancer

4. Social Media Entwined with Email

5. Get Mobile!

6. Search Marketing Extends Email Marketing Intelligence

7. Global Reach Opportunity

8. Building Relevance will Build Engagement

9. Integration of Online Marketing Messaging and Campaigns

10. Marketing Technologies Used as Competitive Advantage

• Q&A

2

2009 Challenges

• Unsteady economy

Longer sales cycles

Less frequent purchases

Fewer dollars spent per sale

Harder to meet revenue goals

• Resource scarcity

People, money, time, bandwidth

Email Marketers Faced Extreme Challenges

3

2009 Challenges

Learning from Past Challenges and Preparing for Challenges AheadChallenges to Email Marketing in the Past 12 Months

4

Email Marketing 2010

Companies can grow moving into 2010 using

email marketing.

If they know the key trends affecting the market.

Here’s how…

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Trend #1: Email is the Cornerstone

Email is the Most-Used Online Marketing ToolJune 2009 ―Interactive Marketing Channels To Watch In 2009‖

Interactive Marketing Channel Adoption

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And It’s the Highest Performing Online Marketing Tool

Source: Datran Media 3rd Annual Marketing & Media Survey Results, 2009

80.4%

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SEM/ PPC

Social Texting

SMS

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Trend #2: Email Automation as an Essential

How Marketers Improve the Relevancy of Email Content

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Why Automate?

• High ROI

Create it once, send to thousands over and over

Targeted, relevant content without a lot of resources

• Improved conversions and customer experience

Offers that matter tend to convert at higher rates

Recipients love getting content that matters to them

Automated email programs can

generate a 30-70% open rate


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• Establish a welcome program

Welcome new subscribers or customers

Fold into a nurture or trigger campaign based on their

subscription preferences

• Develop & maintain a nurture or trigger program

Ongoing offers and/or relevant content with the goal of:

Converting prospects to customers

Retaining & upselling existing customers

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Trend #3: Web Analytics = Email Enhancer

• More and better analytics

from more powerful tech-

nologies are available to

email marketers

• Email marketers are getting

more savvy about mining

Web analytics to diagnose

improvements to email

campaigns

• Analytics are moving to the next level of value:

Enabling action based on data

Platform for managing online marketing

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PPC

Social

Mobile

Analytics

WebsiteConversions

$$


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- Forrester Research, Inc., , Integrating Web Analytics with Email

Marketing to Improve Campaign Performance, February, 2009

Which of the following would most influence your

decisions to integrate Web analytics data into your

email marketing campaign

activities?

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• Optimize your site to make sure

your targets can be easily

identified

• Use Website data as a baseline

(and a key informant)

• Track results using more than just click-through,

open rates and response

• Use Website visitor behavior to better

target email

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Trend #4: Social Media Entwined with Email

Marketers are Happy with Social Media’s Influence on Email

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Email is Social, and It’s Not Going Anywhere

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• Expands reach – in between

the email send

• Grows your opt-in list virally

• Increase s response

exponentially

• Establishes online reputation and trust, which

improves email deliverability

…all of which improves results and ROI


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1. Establish your company on a relevant

social site

2. Link across programs

3. Contribute to an existing blog and get others

to contribute to yours

4. Automatic post

and share

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Trend #5: Get Mobile!

• In 2008, U.S. cell phone

subscribers sent and received

on average 357 text messages

per month, compared to

making 204 voice calls a

month. Source: Nielsen Mobile

• Mobile marketing revenues

are expected to reach $24

billion by 2013, jumping from

just $1.8 billion in 2007. Source: ABI Research

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Mobile devices reach people wherever they

are, at any time of day or night, giving a

sense of an intimate communication—―the

message is right here in my pocket.

Due to its very nature, mobile messaging

is imbued with a sense of immediacy.

Mobile phones are with most people

almost 24 hours a day.

When these messages are received at just the

right time and contain the exact information

the recipient is seeking, there’s an ultimate

sense of relevancy that consumers appreciate.

Intimate

Urgent

Relevant

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• Expands reach

Beyond your email opt-in list to

reach new targets, expand

subscriber base

• Extends viral campaigns

Enable and accelerate content

sharing

• Builds customer retention and loyalty

• Acquires customers

• Improves ROI

Low cost to execute


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•Offer mobile-only incentives

for opting into SMS or email

alerts

•Ask prospects to text for a

a free guide and encourage

email opt-in

•Deliver your email content via

mobile to expand your reach

Sign up today for our email alerts on

specials and future discounts,

[email protected] to opt-in.

mailto:[email protected]

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Trend #6: SEM Extends Marketing Intelligence

Forecast: US Interactive Marketing Spend, 2009 To 2014

July 2009 ―US Interactive Marketing Forecast, 2009 To 2014‖

Search Marketing Continues to Grow and Mature

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The Economy Will Drive

Search Sophistication

• Economy will drive cost

consciousness “When money is tight, consumers are

constantly looking for deals. And, today,

that means they are going online to search

for better prices, selection and services.”-eMarketer, Search Marketing Trends: Back to Basics, 2009

• Search volume will increase “Rising consumer search volume… combined with marketers

expanding use of multi-keyword or long tail phrases means simply that

there are more searches for sale.”- Forrester Research, Inc., US Interactive Marketing Forecast, 2009 to 2014, July, 2009


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The Economy Will Drive

Search Sophistication

• Search programs will grow in

sophistication “Nearly two-thirds of all marketers spend

to manage search programs through

advanced tools or outsources partners –

an indication that search programs are

gaining sophistication.”- Forrester Research, Inc.,

US Interactive Marketing Forecast, 2009 to 2014, July, 2009


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• Drive traffic and build opt-in lists

Drive traffic to opt-in points

Convert opt-ins to sales through ongoing email

marketing programs

• Turn search click and conversion rates into

email marketing gold

Segment lists based on campaign/ad groups; analyze

CTR by segment

Incorporate campaign/ad group information into offers to

track recipients who convert again


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• Use PPC to drive email opt-ins

• Use search data to better target email

• Leverage PPC learning to fold into organic

search results

• Increase investments in

resources (tools and

people) to make

more informed paid

search buys


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Trend #7: Global Reach Opportunity

• The US$ has fallen

in value, but U.S.-

made products

(including tech) have

gained in popularity

• China and India

continue to be

major market

opportunities

Ranking the Importance of Transnational Email,

by Organization Size

Slow U.S. Movement into Global Market

Creates Major Opportunities

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Which best describes the importance given email marketing to

recipients outside the country in which your organization is primarily

located?

But marketers should act fast to take advantage

of this opportunity…

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• Email marketers must get educated about

localization and messaging that resonates with

target foreign audiences

• Marketers must get

up-to-speed on country-

specific spam and

privacy laws

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• Marketers will need to spend international

marketing budgets online

Better accountability, more efficient, more agile

• In many markets, email marketing has not reached

the saturation

level that it has in

the U.S.

Companies have

the opportunity to

stand out and be

heard

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Trend #8: Relevance Builds Engagement

• Interruptive marketing

losing ground –

engagement marketing

rising fast

―Engagement marketing is the,

“new age of marketing that

respects the power of the

informed customer and catapults marketing to a

whole new level of effectiveness

and influence.”

“Engagement marketing takes this one giant step further into a

world where customers assert more control… and fully expect

companies to participate in dialogues with them.”- iMedia, The Rules of Engagement Marketing, March 2009

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• Content relevance continues

to be a significantly effective

email marketing tactic

“It„s clear that marketers

consider content

relevancy to be a top

element in terms of

effectiveness and

importance.”-MarketingSherpa, 2010 Email

Marketing Benchmark Survey

Has your organization done or does it plan to do

any of these to improve the relevancy of

email content?

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• Relevance in email delivers

information that is valuable

to prospects

Builds a relationship between

the prospect and your

company

Helps prospects make

informed purchasing decisions

• Relevance boosts deliverability

• Email as the touchstone to create dialog and

engagement

Through personalization

Through transactional emails

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• Develop your rules of engagement

Method for segmenting customers –

e.g. by brand, products purchased,

product affinity, etc.

Set criteria for classifying customers

- e.g. latest product purchased,

average order value

Select the appropriate products

• Empower your prospects/customers; explore

developing an email ―preference center‖

• Employ customized trigger and drip emails

campaigns

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Trend #9: Integrated Messaging & Campaigns

• Multiple touch points across multiple mediums

are now a minimum requirement

“[The Internet] stands as the only medium that consists of multiple

different marketing channels. In

order to have a successful online

marketing campaign, you must

take an integrated approach and

use all of the channels that the

Internet affords you.”- Clay Schossow, New Media Campaigns

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• Lines between media will continue to blur;

―channels‖ will begin to dissolve

It’s no longer clear, or important, where one screen

begins and another ends

• Symbiotic relationships

will form where competing

interests left off

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• Consistent messaging through a variety of online

mediums helps cut through the clutter

• Various online mediums provide many touch

points to extend email messaging

Particularly at the prospect’s place

of preference and therefore,

greatest point of influence

• Cohesion in online marketing

messaging and goals enables

greater marketing efficiencies


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• Don’t walk…run to create the infrastructure

necessary to take advantage of all available online

mediums

• Create messaging, offers, and

creative that can be leveraged

across multiple mediums

• Leverage data and metrics from one online channel

to inform optimization on other online channels

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Trend #10: Technology as Competitive Advantage

• Marketing technologies

are the new strategic

business tools

“…marketing is gradually

assuming more organiza-

tional leadership…As part

of this shift, CMOs will begin

to buy their own technology,

prioritizing interactive solutions like campaign management,

Web analytics, and email marketing.” - Forrester Research, Inc., US Interactive Marketing Forecast, 2009 to 2014, July, 2009

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• With efficiencies gained

through interactive

tools, budget will go to

other investments,

including marketing

technology

“… marketers will allocate

unused advertising dollars

into investments like…marketing-specific technology and IT

staff, in order to further marketing’s strategic influence within

their companies.”- Forrester Research, Inc., US Interactive Marketing Forecast, 2009 to 2014, July, 2009

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• Automate and streamline the email marketing

process

Dynamic content

Email triggers

API integration

Templates

• Enable data sharing across multiple

disciplines

Email, search, social, mobile, Web analytics, etc.

Integrated online marketing tools…

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• Provide deliverability tools

and metrics

Detect, fix and prevent email

delivery issues

• Integrate with databases and

CRM systems

Easily ID qualified leads and automatically route them to

sales reps for immediate follow up

• Uncover which marketing campaigns Produce

the best results at the lowest cost

Integrated online marketing tools…


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“Interactive trends will redefine your business.”- Forrester Research, Inc., US Interactive Marketing Forecast, 2009 to 2014, July, 2009

• Survey your marketing technology solution/s

Determine if efficiencies, improvements or

additions are necessary

• Integrate your processes

Two (or three, or four)

heads are better than one

• Break down your silos

Comprehensive data tells

an important story that can

be used to competitive advantage

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10 Trends in 2010

1. Email is the Cornerstone

2. Email Automation as an Essential

3. Web Analytics as an Email Enhancer

4. Social Media Entwined with Email

5. Get Mobile!

6. Search Marketing Extends Email Marketing

Intelligence

7. Global Reach Opportunity

8. Building Relevance will Build Engagement

9. Integration of Online Marketing Messaging and

Campaigns

10. Marketing Technologies Used as Competitive

Advantage

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Summary

• Online marketing means innovation – innovation

that has a direct impact on business success

• Email is the anchor and core performer of online

marketing initiatives

• Online media boundaries

are dissolving, creating

new opportunities to

engage with your audience

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Q & A

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Let’s talk about this topic, now and ongoing!

J.D. Peterson

Vice President, Product,

Lyris Inc.

10 Trends That Will Make or Break Your Email Marketing ROI in 2010

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Transcript of 10 Trends That Will Make or Break Your Email Marketing ROI in 2010